Not quite sure what it adds to their offering as they already have supplier strength from their offline business, some online demand from needitnow and its partnership deals (like Sensis' GoStay - which as I said before is a white label of needitnow) and content traffic in Travelmate. I do not see that much in the NeedtoEscape offering that adds value but maybe it was so cheap a price that it was worth it.

From his quote in the TravelWeekly article Russel Farr (MD of NeedtoEscape) is joining our understatements of the year competition when he declared that the online [travel] market is "going gangbusters". With global online sales at $139billion a year, I wasn't sure. But now that AOT has bought NeedtoEscape "for an undisclosed sum" I am.

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